New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2022 BRONZE

Turning a user hack into an opportunity

Most product innovations are designed to LEAD the user. Very rarely do tech companies stop to LEARN how users are creatively using our tech in unexpected ways. This Effie case is inspired entirely by Grab users creatively lifehacking our app in a way we never expected. We noticed an odd trend during the pandemic: ordinary users were "hacking" GrabFood and GrabMart deliveries platform to send on-demand gifts to friends and families living in other countries and cities. This "hack" inspired us to create a new 100+ cities Intercity Gifting

Brand: Grab
Client: Grab
Agency: Grab
Language: English

2022 IRIDIUM

Color Yourself Into The World

Humans are genetically driven to belong, yet since the inception of the U.S., skin tone has continually & wrongly been a deciding factor for who gets to “belong”.   As a result, countless have been left out. This is particularly damaging for children, who feel invisible when they grow up in a world where they are not represented.   With the Colors of the World (COTW) launch and #TrueSelfie campaign, we enabled children to access a power they had long been denied – the ability to accurately color themselves into the world. 

Brand: Crayola
Client: Crayola
Agency: Dentsu Creative
Language: English

2021 SILVER

Don't go to City Centre

We needed to promote City Centre Almaza, a NEW mall in Egypt, and attract footfalls amidst a cluttered landscape of malls. We did so by leveraging the truth was that everyone was at City Centre Almaza… and by everyone, we meant EVERYONE you knew. And communicated to mall visitors and shoppers that if they don’t want to be seen, “Don’t go to City Centre” because everyone’s there. An entertaining campaign celebrated City Centre Almaza’s popularity by giving mall visitors and shoppers reasons to NOT visit.

Brand: City Centre Almaza
Client: City Centre Almaza
Agency: FP7 McCann Cairo
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered